Dettol's On-ground Activation at Nashik Benefits Kumbh Mela Pilgrims

Marketing | January 13, 2016 | News


Kumbh Mela, one of the world's largest religious congregations, last year witnessed approximately 30 million people and pilgrims from across the country over a period of 58 days. A mass gathering at such scale not only has a heavy impact on the demand for water and leaves the city with acute shortage of water supply, but it also poses a serious health risk to devotees attending it owing to some unhygienic conditions. Under this nationwide initiative, ‘Dettol Banega Swachh India’, Dettol partnered with Nashik Kumbh for a unique initiative - ‘Kam Paani Mein Zyada Suraksha’ to save 33 lakh litres of water for 2 million residents of Nashik.

Dettol distributed its hand sanitisers and equipped 100 volunteers with Dettol liquid hand wash along with an efficient water sprayer to help people keep their hands clean at all times. These distribution points and volunteers were deployed at strategic locations such as food centers, health centers, eateries, ‘snan’ areas, hospitals, railway and bus stations, to name a few. The volunteers also distributed informative education material through flyers to pilgrims and ‘Sadhugrams’ for raising awareness around healthy handwashing habits and spreading the message of “Clean hands means less diseases, more safety”. 

In addition to this, several units of mobile bio-digester toilets were installed to provide an efficient and eco-friendly solution from open defecation. Radio channels were extensively being used to reiterate the importance of hygiene through jingles which have been successful in building healthy handwashing habits. Dettol also educated the visitors about hand hygiene through distributing flyers and other educational literature.

Chief Minister of Maharashtra Shri Devendra Fadnavis recognized Reckitt Benckiser’s efforts for spreading the awareness and educating the masses on the importance of hygiene and healthy hand washing. He also appreciated the team in addressing these two significant issues at Nashik Kumbh. 

Speaking on this initiative, Nitish Kapoor, Regional Director, RB South Asia said, “Kumbh Mela is the largest congregation of humans anywhere on earth, which poses a huge challenge for sanitation because of the temporary influx of people in vast numbers. RB is proud to have partnered with Nashik Kumbh to provide expertise on hygiene and behavior change, with on-the-ground support of volunteers to educate pilgrims about the importance of hand washing.”

Dettol partnered with Nashik Kumbh for a unique initiative, ‘Kam Paani Mein Zyada Suraksha’ to save 33 lakh litres of water for 2 million residents of Nashik.

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